Love messages for very different 'Valentine'

Apparently, during one of his rallies (or may be not only one) – broadcast by TV – prime minister Serj Sargsyan finished his campaign speech with very distinctive and memorable “I love you”. Now a number of Armenian TV and radio channels (including Public TV) broadcast ‘love messages’ by Armenian ‘stars’ devoted to country, family, husband, children, friend etc etc and always ending with very distinctive “I love you”. No direct reference to presidential election campaign, of course.